Everlast: Bigger by J. Walter Thompson Johannesburg for Everlast

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Everlast: Bigger

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Industry Apparel, Clothing & Footwear, Clothing, Sports and Health Clubs, Gyms
Media Film
Market South Africa
Agency J. Walter Thompson Johannesburg
Director Keith Rose
Creative Director Ben Du Plessis
Art Director Sarel Dalport
Copywriter Freedom Masiba
Producer Peter Carr, Grant Davies
Account Supervisor Diane Fraser
Editor Eugenie Tancred
Released May 2011

Awards

The Loeries Awards 2011
Film TV & Cinema Commercials - Short format Bronze

Credits & Description

Category: Clothing, Footwear & Accessories
Advertiser: EVERLAST SOUTH AFRICA
Product/Service: EVERLAST BOXING
Agency: JWT JOHANNESBURG
Production Company: VELOCITY FILMS, Cape Town, SOUTH AFRICA
Date of First Appearance: Apr 14 2011
Chief Creative Officer: Ben Du Plessis
Executive Creative Director: Ben Du Plessis
Creative Director: Ben Du Plessis
Copywriter: Freedom Masiba
Art Director: Sarel Dalport
Agency Producer: Maggie Post/Lungile Maseko
Account Supervisor: Diane Fraser
Advertiser's Supervisor: Gideon Abrahams
Producer: Peter Carr/Grant Davies
Director: Keith Rose
Editor: Eugenie Tancred
Sound Design/Arrangement: Alun Richards
Post Production: Black Ginger
Cameraman: George Loxton
Lighting: Keith Rose
Music: Black Milk
Account Manager: Annie Lazarevski
Planner: Clive Evans
Cinematographer: Keith Rose
Director Of Photography: Keith Rose
Editing Company: Priest

English Description
Everlast is the world's greatest boxing brand. It is over 100 years old and served greats like Ali, Robinson and even Mandela as an amateur boxer.

In this advert we see a talented boy boxer training and winning a match. When he and his friend are confronted with a young mugger on the street, he hands over his money.

when his friend asks why he didnt beat him up, he replies "because he's hungry".